Meta CEO Mark Zuckerberg was testing out Orion AR glasses at Meta Connect’s annual event held on September 25, 2024 at its headquarters in Menlo Park, California, USA. Reuters/Manuel Orbegozo
Manuel Orbegozo | Reuters
Meta and essilorluxottica CNBC plans to release a version of its AI-powered smart glasses under the Oakley and Prada brands.
The addition of Prada and Oakley highlights the success of Meta’s breakouts in the second-generation Ray-Ban Glasses released in 2023 in collaboration with Luxottica. The Oakley expansion will be done in collaboration with Luxottica, but the addition of Prada means the first step in the meta to bring its wearable hardware to more fashion companies.
Meta teased Oakley’s release on social media on Monday, launching an Instagram account for “Oakley|Meta” and began describing his profile reading “The next evolution will come on June 20th.”
CNBC reviewed a document that new glasses using Luxottica are targeted at athletes. Meta is targeting active consumers after several owners of Ray-Ban glasses have recorded using their devices to play tennis, ski and other activities.
The Oakley version of the glasses can cost around $360 because it is more weather resistant than its Ray-Ban counterpart, according to anyone familiar with issues that are not allowed to publicly talk about upcoming devices. The first version of Oakley Meta Glasses features similar technology to the 2023 Ray-Ban Meta Glasses.
Based in France and Italy, Luxottica has more than 150 brands and license arrangements and owns well-known brands such as Ray-Ban, Oakley, Vogue Eyewear and Persol.
The Meta agreement with Prada comes after the fashion company renewed its glasses-related licensing agreement with Luxottica for 10 years in December. This covers “the development, production and global distribution of eyewear under the Prada, Prada Linea Rossa and Miu Miu brands,” the company at the time said.
In addition to giving Meta a high-end partnership, Prada glasses could be particularly suited for high-tech companies as many of the brand’s models feature thick temples, said a former Meta employee. This provides more weight to accommodate the many components needed by smart glasses, such as microphones and chips.
It is unclear when Prada’s deals and product lines will be announced.
The Ray-Ban Meta smart glasses are equipped with a Qualcomm chip. Qualcomm, Samsung and Google are working on Smart Glasses.
nuphoto | nuphoto | Getty Images
Meta first partnered with Essilorluxottica in 2019 to jointly develop Ray-Ban Glass. Both companies released their first version in 2021, but were successful in 2023 after the release of the second-generation Ray-Ban Metagrass. That version comes with a Meta AI voice assistant and includes features.
Francesco Milleri, CEO of Essilorluxottica, said in February that the company had sold 2 million pairs of Metaray Banglass since 2023. Miller said it aims to increase annual production to 10 million units by the end of 2026.
Meta and Luxottica announced an extension of their partnership in September with plans to release more versions of Ray-Banglass. The transaction was worth $5 billion, according to a July 2024 report by the Wall Street Journal. As part of the deal, Meta has been gaining exclusive rights to Luxtica’s brand for its smart eyeglass technology over the years, a person familiar with the issue told CNBC.
The companies are planning to release larger, third-generation glasses in time for the upcoming holiday season. The new device is expected to include a small display in one of the lenses. CNBC previously reported.
Competition in the market is intensifying.
last month, alphabet We announced a $150 million partnership with Warby Parker. This will allow the two companies to team up to release injected glasses by Google’s Gemini AI assistant. The company plans to release glasses from 2025 onwards.
snapMeanwhile, in June it announced that it plans to release sixth generation smart glasses under a new brand called Specs. These glasses, scheduled for release in 2026, include augmented reality technology, which is smaller and lighter than Snap’s previous products, Snap said.
Meta declined to comment. Unable to reach Luxottica and Prada.
Bloomberg News first reported on Oakley Meta Meta in January.
Fix: Previous versions of this story incorrectly listed the month of Meta and Esilolukisottica’s partnership expansion.
Watch: Meta’s Orion AR glasses prototype.
